Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
chapter9
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e
Planning Media Strategy: Finding Links to the
MarketHow communications media
help advertisers achieve marketingand advertising objectives
Chapter
9-3
Chapter 9 Objectives
Describe how a media plan helps accomplish objectives
Explain the importance of creativity in media planning
Define reach & frequencyand debate the effective-
frequency controversy
Discuss how reach, frequency, and continuity are related
Name secondary research sources and describe their useCalculate
gross rating points (GRP) and cost per thousand (CPM) Describe the different
advertising schedules and their purposes
9-4Media Planning:Decisions and Issues
Where?Whichmedia?
Whattime ofyear?
Howoften?
How tointegrate?
Volkswagen used several forms of media to promote its “Buy a new Beetle, get an iPod” campaign
Insert photo 9.2, p. 272
Volkswagen/iPod left panel
Position = 2.9” horiz., 3.0” vertical
Size = 2.1” WIDE
Resolution: 300 dpi
MAINTAIN ANIMATION
Insert photo 9.2, p. 272
Volkswagen/iPod right panel
Position = 2.9” horiz., 5.4” vertical
Size = 2.2” TALL
Resolution: 300 dpi
MAINTAIN ANIMATION
9-5Media Planning:Increasing Media Options
Challenges
Greater audience fragmentation
More media options
Rising costs
More competitors
Media complexity
San Diego Union Tribune delivery trucks carry a message
9-6Media Planning:Increasing Media Options
U.S. ad spending by medium
Insert ex. 9-1, p. 272
U.S. ad spending by medium
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
9-7
Situation Analysis
Set media objectives
Role of Media:Media Planning Activities
Marketing Plan
AdvertisingPlan
Determine media strategy
Select media classes
Select media within classes
Media use decisions
Broadcast Print Other media
9-8
Adimpressions
Grossimpressions
Gross ratingpoints
(GRPs)
Defining Media Objectives
Message-Distribution Objectives
AudienceSize
MessageWeight
AudienceAccumulation
& Reach
ExposureFrequency
Continuity
9-9
Defining Media Objectives
Insert ex. 9-9, p. 284
Combined reach of two media
Position = 0.35” horiz., 2.45” vertical
Size = 8.3” WIDE
Resolution: 300 dpi
Combined reach of two media
9-10Optimizing Reach,Frequency, & Continuity
Reach, frequency, and continuity have an inverse relationship
Insert ex. 9-10, p. 285
Reach, frequency, and continuity
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
9-11
Recency planning
Ad response curve
Optimizing Reach,Frequency, & Continuity
EffectiveFrequency
EffectiveReach
Insert ex. 9-11, p. 286
Advertising response curves
Position = 1.75” horiz., 3.25” vertical
Size = 2.8” TALL
Resolution: 300 dpi
MAINTAIN ANIMATION
9-12Developing a Media Strategy:The Media Mix
The 5 Ms
MediaMarkets Money Mechanics Methodology
9-13
BrandDevelopment
CategoryDevelopment
Developing a Media Strategy:The Media Mix
Market’sSales
Potential
PlanScope
DecisionFactors
9-14Developing a Media Strategy:The Media Mix
Insert ex. 9-12, p. 289
BDI and CDI chart
Position = 0.35” horiz., 3.6” vertical
Size = 2.45” TALL
Resolution: 300 dpi
Brand Development Index and Category Development Index
9-15Developing a Media Strategy:The Media Mix
Media &Mood ofMessage
MediaAvailability &Economics
Competition& Budget
Market’sSales
Potential
PlanScope
DecisionFactors
BrandDevelopment
CategoryDevelopment
9-16Developing Media Strategy: Media Mix
Right Between the Ears ad matches the mood of the radio comedy show
Insert photo 9.10, p. 293
Right Between the Ears ad
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
9-17Developing a Media Strategy:The Media Mix
MessageSize &
Position
Media &Mood ofMessage
MediaAvailability &Economics
Competition& Budget
Market’sSales
Potential
PlanScope
DecisionFactors
BrandDevelopment
CategoryDevelopment
9-18
Developing a Media Strategy:The Media Mix
Color and size vs. reach and frequency
Insert ex. 9-14a, p. 293
Effect of size
Position = .35” horiz., 1.5” vert.
Size = 3.5” WIDE
Resolution: 300 dpi
Insert ex. 9-14b, p. 293
Effect of size and color
Position = 0.35” horiz., 4.05” vert.
Size = 7.5” WIDE
Resolution: 300 dpi
9-19Developing a Media Strategy:The Media Mix
BuyerPurchasePatterns
MessageSize &
Position
Media &Mood ofMessage
MediaAvailability &Economics
Competition& Budget
Market’sSales
Potential
PlanScope
DecisionFactors
BrandDevelopment
CategoryDevelopment
9-20
Media Tactics
Economics ofForeign Media
Synergy of Mixed Media
Scheduling Methods
Cost efficiency (CPM & CPP)
Exposure, attention, & motivation
Audience characteristics
Campaign objectives & strategy
Pulsing
Continuous
Flighting
Criteria for SelectingMedia Vehicles
9-21MediaTacticsThree ways to schedule the same number of GRPs
Insert ex. 9-15, p. 298
Scheduling total GRPs
Position = .35” horiz., 0.4” vertical
Size = 3.2” WIDE
Resolution: 300 dpi
9-22
Media Tactics
Economics ofForeign Media
Synergy of Mixed Media
Scheduling Methods
Cost efficiency (CPM & CPP)
Exposure, attention, & motivation
Audience characteristics
Campaign objectives & strategy
Pulsing
Continuous
Flighting
Scheduling Software
Criteria for SelectingMedia Vehicles
9-23
Media Tactics
SRDS ad for its Media Planning System
Insert SRDS media solutions ad (p. 299)
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi
Related Documents
